Toyota revives Scion brand to bring America a tiny, slow, low-cost kei truck

Résumé détaillé

America has an expensive car problem. Toyota's big bet is to build a Kei truck that's bound to pull on President Donald Trump's heart strings.

The kei truck is coming to the US. Kei vehicles (short for "keijidosha," roughly translated to "light car") are extremely popular and cheap in Japan. The average price for a kei car is typically between $6,000 and $11,000. On Tuesday, Toyota announced plans to assemble a tiny pickup, the Kei-01, at its Indiana plant in the second half of 2027. It will revive Toyota's low-cost Scion brand, which the automaker discontinued in 2016, and will initially be reserved for commercial fleets. The Kei-01 is very different from the rest of America's car market.

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